#10 Labs · signature details

Small details only your brand could have.

Most sites on the same theme feel the same. Here are four brands we made up, each on a plain homepage. Turn their details on one at a time and watch each site start to feel like itself. Every detail grows out of something the brand already owns.

Preview Reduce Motion

Sixfold Honey · Raw honey from one valleysixfold-honey.example

Sixfold HoneyBag 0

Raw, unfiltered, small batch

Honey from one valley.

Forty hives on a hillside farm. We jar each harvest on its own, so every batch tastes like the flowers that were open that month.

Shop this season's honey

Pale wooden beehives among wildflowers on a hillside in early morning light

Raw honey from our own hives, jarred by hand.The first foragers are heading out.The bees are out foraging right now.The last foragers are flying home.The bees are home for the night. Your order still ships in the morning.

The harvest

Four honeys, four seasons

In season

Spring blossom

Fruit tree blossom. Pale, floral and soft.

$16

In season

Summer clover

Clover and lime. Light gold, mild and sweet.

$14

In season

Late wildflower

Goldenrod and aster. Amber and a little spicy.

$15

In season

Heather

Heather and buckwheat. Dark, malty and rich.

$19

A gloved hand lifting a frame of capped honeycomb out of a hive

Our hives

Forty hives, one hillside.

We never feed our bees sugar and we only take what they can spare. That's why some months there's less honey, and why each jar tastes like a place.

Meet the bees

Sixfold Honey is a demo store by #10. Nothing here is for sale.

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A honey farm's shop · Shopify

Sixfold Honey

A hexagon logo, honey that changes color with the seasons, and forty hives that keep bee hours.

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Hover
Buy buttons that cap like comb
The hexagon is Sixfold's logo, so the brand shows up at the exact moment someone decides to buy.
Try it: Hover or press any Add to bag button.
Time of day
Hives that keep your hours
Bees keep hours too. The hero light follows your clock, and the bees fly only in daylight.
Try it: Pick a time, or come back tonight.
Season
This month's honey
Honey is seasonal: spring jars are pale, autumn jars are dark. The top bar says what's blooming and marks the jar in season.
Try it: Pick a season.
Favicon
A tab that fills with honey
The tab icon is the logo's hexagon. Each jar in the bag fills it a little more, so even a forgotten tab says something.
Try it: Add a jar or two and watch the tab at the top of the frame.
Loading
Loading at honey speed
When a page takes a second, a hexagon fills drop by drop instead of a gray spinner going around.
Try it: Click Our hives or Journal in the shop's menu.
Sound
One drop of sound
Off until you turn it on. Then adding a jar makes one soft drip, and nothing else makes a sound.
Try it: Turn on the speaker in the shop's header, then add a jar.
Easter egg
The waggle dance
It's how a bee tells the hive where the flowers are. This one points at the shop button, and it never runs on its own.
Try it: Tap the bee in the logo three times, or type waggle.

Tidewell Vineyard · Wine grown in the fogtidewell.example

Tasting room open daily, 11 to 5.The fog's still in. Tasting room opens at 11.Tasting room open now, pouring until 5.Last pours at 5. The ridge gets the best light now.Closed for the night. We open at 11 tomorrow.

Tidewell Vineyard

Rows of vines climbing a coastal hillside at dawn with fog rolling over the ridge

Six miles from the sea

Wine that grows in the fog.

Our vines sit on a ridge above the ocean. Most mornings the fog keeps them cool until noon, and that slow, cold ripening is the whole style.

Shop the current release Book a tasting

In the vineyard now

DormantThe vines are asleep. We're out pruning in the rain.
BudbreakThe first green shoots. A late frost is the thing we watch for.
VeraisonThe grapes are turning color. Fog most mornings, sun by two.
HarvestPicking at dawn, while the fruit is still cold.

Current release

Three wines from one ridge

Ridge Pinot Noir

Wild strawberry, sea salt and a little forest floor.

$48 Buy

Fog Chardonnay

Lemon, crushed shell, and just enough oak.

$38 Buy

Saltmarsh Rosé

Watermelon and white pepper. Gone by July most years.

$26 Buy

Print tasting notes

Oak barrels in a stone cellar with a glass of red wine on a barrel head

Our story

We pick at dawn and wait on the fog.

Everything here is farmed by the same six people. We age the pinot in old barrels so the ridge comes through, not the oak.

Read the whole story

2019 library wines

Tidewell Vineyard is a demo by #10. Nothing here is for sale.

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Still in the barrel.

This page isn't here. It's aging somewhere else, or we finished it. The current release is ready now.

See the current release

A coastal winery · WordPress

Tidewell Vineyard

A ridge six miles from the sea, morning fog that shapes every wine, and a tasting room people plan a day around.

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Scroll
Fog that burns off as you scroll
Fog is the whole story of this wine, so the page opens socked in and clears as you read on, the way the ridge does by noon.
Try it: Scroll the page past the hero.
Time of day
Tasting room hours, live
People plan a day around the tasting room. The header tells them if it's open right now, and the light on the ridge matches the hour.
Try it: Pick a time.
Season
Where the vines are this month
Wine people love knowing where the vineyard is in its year. One line under the hero does what a blog post usually tries to.
Try it: Pick a season.
Link underline
Links that pour
Every link fills with the color of the pinot, left to right, like a glass being poured.
Try it: Hover any link in the site, or tab to one.
Form
A glass that fills as you sign up
Joining the club is the biggest thing a visitor can do here. The glass fills as the email takes shape, and the thank-you sounds like the winery.
Try it: Type an email in the Fog Club form and press Join.
Print
Tasting notes that print like a menu card
People print tasting notes for the tasting room and the dinner table. Now they come out as one clean card, not three pages of menus and buttons.
Try it: Click Print tasting notes under the wines.
404 page
A 404 that's still in the barrel
A broken link is a small letdown. A line in the winery's own voice turns it into a smile and a way back to the wine.
Try it: Click 2019 library wines in the site's footer.

Wren & Okafor · Estate and family lawwrenokafor.example

Office hours: Monday to Friday, 8:30 to 5:30.We open at 8:30. Leave a note now and we'll call you this morning.We're in the office today until 5:30.We're closing up. Leave a note and we'll call you tomorrow by 10.The office is closed. Leave a note and we'll call you by 10 tomorrow.

Wren & OkaforBook a consultation

Estate and family law

Plain answers for the hard paperwork.

We're a two-attorney firm. We write wills and trusts, walk families through probate1, and explain every step before you sign anything.

Book a free consultation

A calm office with a walnut desk, a brass lamp and a green leather chair by a tall window

What we do

Wills and trusts

A plan your family can actually follow, written in plain English.

Probate

We handle the court filings so you can handle everything else.

Family agreements

Prenups, guardianship and care plans, done calmly and early.

Before we meet

What to bring to a first meeting

Print this checklist

A list of what you own and owe, even a rough one
Any will or trust you already have
Names of the people you'd want in charge
Your questions, written down
About an hour, and a cup of something warm

A fountain pen resting on cream paper beside a cup of tea

Footnotes

probate Probate is the court process that settles an estate. It confirms the will, pays any debts and hands out what's left.

Our 2021 guide to probate

Wren & Okafor is a demo by #10. Not a real firm, and nothing here is legal advice.

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§ 404

This page was withdrawn.

We took this guide down because the law changed. The current answers are here:

How probate works now¹
Wills and trusts²
Book a free consultation³

A two-attorney law firm · WordPress

Wren & Okafor

Plain answers, careful paperwork, and clients who are usually having a hard week.

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Link underline
Underlines drawn in ink
A law firm lives on paper and signatures. Links underline with a fountain-pen stroke that tapers at the end, in the firm's own ink color.
Try it: Hover any link in the site, or tab to one.
Hover
Footnotes that answer in place
Clients hit legal words they don't know. Hover or tap the little number and the answer opens right there, instead of jumping to the bottom of the page.
Try it: Hover or tap the 1 after probate in the hero.
Time of day
Honest office hours
People look up a lawyer at 11 at night after a hard day. The header says when they'll hear back, so they don't lie awake wondering.
Try it: Pick a time.
Form
A form you sign
As you type your name it appears on a signature line, and Send presses a seal. It feels like an agreement, and it says exactly when they'll call.
Try it: Type your name in the form, then press Send.
Favicon
A tab that holds your place
If you switch away halfway through writing, this tab's title tells you your note is saved, so it's easy to come back to.
Try it: Type something in the form, switch to another tab, then look at this one.
Print
Pages that print on letterhead
Clients print things for their files and for family. Pages print on the firm's letterhead, with the links written out as footnotes.
Try it: Click Print this checklist.
404 page
A 404 written like a memo
Legal pages go out of date. Instead of a dead end, the 404 says why the page was withdrawn and where the current answer lives.
Try it: Click Our 2021 guide to probate in the site's footer.

Ledgeworks · Skate shopledgeworks.example

LEDGEWORKSCart 0

A skateboard resting on a concrete ledge with an orange edge at a skatepark at golden hour

Skater-owned since 2009

Boards, wheels and a ledge out back.

We set up every complete by hand, and the ledge behind the shop is open to anyone with a board.

Shop decks

New this week

Fresh decks

Hazard 8.25"

$65

Sundown 8.0"

$62

Low Tide 8.5"

$65

Checkout 8.38"

$68

The inside of a small skate shop with a wall of decks and a case of wheels

The shop

Bring your board in. We'll fix it.

Bearings, grip, a fresh set of bushings. Most fixes take ten minutes and cost less than lunch.

Repair prices

Park map (old)

Ledgeworks is a demo by #10. Nothing here is for sale.

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You bailed.

This page doesn't exist anymore. Shake it off and get back on.

Back to the shop

A skate shop · Shopify

Ledgeworks

Stickers on everything, a concrete ledge out back, and regulars who've been coming in for fifteen years.

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Custom cursor
A board for a cursor
Over the hero and the decks, the pointer becomes a little board. It's the shop's way of saying the site is for skaters.
Try it: Move your mouse over the hero or a deck.
Phones have no cursor, so on a phone this one stays out of the way.
Hover
Decks that ollie
A deck on a wall just hangs there. Hover one and it pops up and tilts, the way a board does when you ollie.
Try it: Hover or tap a deck.
Scroll
A grind along the ledge
The ledge out back is the shop's whole identity. As you scroll, a board grinds along the ledge line between sections.
Try it: Scroll past the decks.
Loading
A wheel for a spinner
If something has to spin while a page loads, it might as well be a skate wheel.
Try it: Click Wheels or Shoes in the shop's menu.
Sound
The clack of a board
Off until you turn it on. Then adding a deck makes the short clack of a tail hitting concrete.
Try it: Turn on the speaker in the shop's header, then add a deck.
Easter egg
Sticker bomb
Every skate shop has stickers on everything. Find the trick and the hero gets slapped with the shop's own.
Try it: Tap the logo three times, or type kickflip.
404 page
A 404 that says you bailed
Skaters fall all the time and get back up. The 404 says it the way they would.
Try it: Click Park map (old) in the site's footer.

A footnote on speed

Everything above is real code running in your browser, not a video. Each brand's full set of details comes to 5 KB or less, compressed, and loads after the page is ready. No new fonts, no libraries, no autoplaying video. The photos are the same in the plain view and the signature view.

Sixfold Honey: 4.4 KBTidewell Vineyard: 3.4 KBWren & Okafor: 4.0 KBLedgeworks: 3.5 KB

How we find them

Start with what the brand already owns.

A shape, a place, a habit
A logo's hexagon, morning fog, a fountain pen, a ledge out back. Every detail above starts with something only that brand has, so it can't be copied onto a competitor.
Never in the way of a sale
Nothing covers a buy button, nothing waits for an animation, and nothing changes what a click does. The details sit around the path to checkout, never on it.
A still version of everything
With Reduce Motion on, the fog sits still, the bees hold their place and the dance is drawn as a diagram. Sound is off until someone turns it on.
Any theme, no rebuild
Each detail is a small piece of code added to the Shopify or WordPress theme you already have, with its own on and off switch.

For your site

What this looks like for your site.

We start with what your brand already owns: the shape in your logo, your colors, the story you tell about how things are made. Then we pick a handful of details, set a speed budget and add them to your Shopify or WordPress theme as it is.

Find the details
A short workshop and a look at your site. We bring a list of ideas only your brand could have, and you pick.
Build and measure
Each detail is small, scoped and tested against your theme and apps, with Reduce Motion and the speed budget checked before launch.
Keep what works
We can run it as an A/B test against your current theme, so the details stay only if they earn their place.

Talk to us

Small details only your brand could have.

Honey from one valley.

Four honeys, four seasons

Spring blossom

Summer clover

Late wildflower

Heather

Forty hives, one hillside.

404 Not Found

Wine that grows in the fog.

Three wines from one ridge

Ridge Pinot Noir

Fog Chardonnay

Saltmarsh Rosé

We pick at dawn and wait on the fog.

Join the Fog Club

404 Not Found

Still in the barrel.

Three wines from one ridge

Tasting notes, current release

Plain answers for the hard paperwork.

Wills and trusts

Probate

Family agreements

What to bring to a first meeting

Tell us what's going on

404 Not Found

This page was withdrawn.

What to bring to a first meeting

What to bring to a first meeting

Boards, wheels and a ledge out back.

Fresh decks

Hazard 8.25"

Sundown 8.0"

Low Tide 8.5"

Checkout 8.38"

Bring your board in. We'll fix it.

404 Not Found

You bailed.

Start with what the brand already owns.

A shape, a place, a habit

Never in the way of a sale

A still version of everything

Any theme, no rebuild

What this looks like for your site.

Find the details

Build and measure

Keep what works